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The Honolulu Advertiser

Posted on: Saturday, March 5, 2005

Services solely for seniors urged

By Catherine E. Toth
Advertiser Staff Writer

Seven years ago, Kari Jo Hawkinson was moonlighting as a home health physical therapist. One of her clients was an older woman who had broken her hip and was working toward being independent again.

During one of her visits, the woman's husband asked Hawkinson for some help. Computer help. He had just bought a new computer setup and had no idea what to do with it.

"He was totally online and clueless," Hawkinson said with a laugh.

After each physical therapy session, she would spend about 15 minutes helping him with his computer. Soon enough, he was online — and hardly clueless anymore.

"These seniors are retired, they typically have resources and time," Hawkinson said. "They may not have the knowledge, but there are so many groups that can help. ... Seniors are definitely online."

That's the message Hawkinson, online sales and marketing expert for AssistGuide, hopes to convey to entrepreneurs at a seminar on the aging marketplace on Tuesday at the Plaza Club.

"It's a huge population that's coming into (this age group) and need services," she said. "These (senior) providers have to figure out ways to maximize their business."

AssistGuide provides technology systems to long-term care, disability, senior and healthcare businesses to help them reach their target market.

More than 425 industry-specific businesses participate with AssistGuide, which started in Hawai'i in 1998. It has more than 160,000 providers listed online nationwide.

Hawkinson said providers should consider creating or updating the online component of their business to make it easier for seniors — and their baby-boomer kids — to research their options.

"Let's face it, most people don't really know a lot about what's out there until it strikes them or a loved one," she said.

And businesses need to be prepared for the boom in the aging population expected to occur over the next 20 years. Projections show that by 2020 about one-fourth of the state's population will be over age 65.

The issue of aging consumers isn't just important to companies that provide senior-related products and services. Many industries from retail to music could benefit from understanding how the marketplace will change.

"The market is growing so much and baby boomers like me are looking for businesses that are going to cater to our needs, desires and comforts," said Jane Sawyer, spokeswoman for the U.S. Small Business Administration, Hawai'i district office. "People need to adjust to the changing marketplace if they want to keep their customers."

Reach Catherine E. Toth at 535-8103 or ctoth@honoluluadvertiser.com.

• • •

"Adapting to the Aging Marketplace: Are You Ready?"

Sponsors: Hosted by the U.S. Small Business Administration, Hawai'i district office

When: 5:30 p.m. tomorrow

Where: Plaza Club, 900 Fort Street Mall in downtown Honolulu

Panelists: Dr. Patricia Blanchette, chair of the Department of Geriatric Medicine at the University of Hawai'i-Manoa; Kari Jo Hawkinson, online sales and marketing expert for AssistGuide; and Beth Hoban, president and founder of PrimeCare Services.

Cost: $30, including pupu and materials

Parking: No validated parking at the Plaza Club. Parking available at Chinatown Gateway and Harbor Court lots.

Contact: Hawai'i Women's Business Center at 522-8136 or SBA at 541-2973.